Sustainable Fish Brand LEAP Brings Big Mouth Billy Bass to Billboards

Breaking the boundaries in a campaign of firsts, LEAP has launched its biggest campaign to date, with the UK’s largest roadside animatronic billboard at the UK’s busiest train station, Waterloo. Featuring the iconic singing and dancing Big Mouth Billy Bass, the giant, animatronic fish serenades passers-by, sharing the taste benefits of consuming free, not farmed, fish. The special build is part of a two-week station takeover and is accompanied by 16 billboards displaying LEAP's iconic tongue-in-cheek messaging.

The outdoor campaign is supported by the brand's first national TV ad, also featuring Big Mouth Billy Bass, created in partnership with award-winning creative agency Lola Mullenlowe. The 30 second TV ad promotes the brilliant taste of wild fish and is live across the Sky TV network, on YouTube and social media from until the end of December.

Lisa Cowell, head of marketing at New England Seafood, says, “The stage is set for growth in our biggest marketing campaign to date as we aim to put Wild Salmon front and centre in consumers’ minds. The disruptive creative breaks category norms to communicate the superior taste of wild fish due to their incredible natural diet from a life swimming free. We can’t wait to spread our message to an even wider audience and see the public response to the campaign, in the hope we’ll encourage more consumers in the UK to try incredible wild fish.”

LEAP’s specially built Big Mouth Billy Bass billboard was created in partnership with Global, the Media & Entertainment Group.

Chris Forrester, director of commercial for outdoor at Global said, “Everyone’s favourite singing and dancing fish, Big Mouth Billy Bass, swept the nation in the 00s, becoming a fun fixture in our homes, and even Buckingham Palace! Seeing him scaled up and singing to the masses in London’s Waterloo is brilliant. I’m thrilled that the creative teams here at Global have been able to create something memorable and sharable for LEAP that will hook-in passers-by. It just goes to show that in outdoor advertising, any-fin is possible!”

LEAP has also partnered with Great British Chefs who will be sharing quick, easy and delicious wild fish recipes created by renowned chefs Michael Bremner and Luke French to show how easy it is to add wild fish to a weekly repertoire of meals.

LEAP’s 14 strong, MSC certified, product range includes Smoked Sockeye Salmon, Sockeye Salmon fillets, Cod Loin and fillets, Smoked Haddock and Yellowfin and Albacore Tuna with national distribution across Tesco, Waitrose, Ocado, Wholefoods and Mindful Chef.